The average profit margin for U.S. pizzerias is in the neighborhood of 7 percent. Is that enough to justify all of the hard work, headaches and risks you are taking to operate in the industry? Veteran owner-operator Michael Shepherd, who has operated three different pizzeria concepts in three northwestern Ohio locations, doesn't think so. He has consistently generated more than 20 percent profit margins during the past 17 years. He will show you how to design your operation for high profit margins using proper planning, strategic menu engineering, nontraditional marketing and outside-the-box thinking.